Case Study: Drax enhances fitness equipment appeal and user experience with tangerine

Drax transforms fitness equipment with tangerine’s 45-degree 3D design experience

Drax, a leading South Korean sports equipment manufacturer, faced a challenge in improving the relevance and appeal of its innovative fitness equipment against competitors from the US and Europe. The company engaged the design firm Tangerine to develop a new design language that would better showcase its technological features and meet evolving consumer expectations in a changing market.

Tangerine developed a new design language for Drax's equipment, starting with the MyMountain incline trainer. The solution focused on the concept of "mirroring results in nature" and included a completely redesigned user interface with an immersive 3D mountain graphic, dynamic halo lighting, and ergonomic handlebars. This created a first-of-its-kind 4D workout experience. Tangerine's work successfully transformed the product to attract younger audiences and excite gym owners, enhancing the overall appeal of Drax's fitness technology.

Drax